Dan Carlton – The Inspired Creative Brief

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Dan Carlton – The Inspired Creative Brief

You’ve seen creative briefs and probably written your fair share. After defining the role of the creative brief and providing tried-and-true brief templates, this course will quickly move beyond the basics and reveal frameworks and models for generating compelling proposition statements as well as writing tips and tricks for authoring a brief that ignites a fire in the bellies of creative teams.
WHY THIS IS IMPORTANT
The creative brief often represents the culmination of a strategist’s thinking. While it needs to be comprehensive and thorough, it also needs to be succinct and inspiring. In this course, we’ll cover all aspects of creative briefs and the creative briefing process with an emphasis on specific tools, templates and frameworks that can dramatically improve anyone’s brief writing skills immediately.
THIS COURSE IS FOR YOU IF…
You’ve looked at every Slideshare presentation you can find on brief writing but still have unanswered questions.
You’ve found there’s tons of information about what a good brief is but are still struggling to understand exactly how to write killer briefs more consistently.
You’ve downloaded dozens of creative brief templates from other agencies but are interested in how to best fill out all those boxes.
You’ve overhauled your agency’s briefing template but still aren’t getting consistently great briefs.
You’ve found examples of good briefs online but not bad briefs and how to turn them into good briefs.
You’ve gotten to a good place with your brief writing skills but you’re looking for tricks and shortcuts that can help you generate better ideas more quickly and easily.
WHAT TO EXPECT
There are five sessions within this course, each providing detailed instruction on an important part of the brief writing process.
I. THE ROLE OF THE CREATIVE BRIEF: The three primary functions of a creative brief / What creative teams want in a brief / What a brief should and shouldn’t be / The five sins of brief writing
II. DEFINING THE BUSINESS PROBLEM: The art of defining a business problem / The 20 questions to ask when starting a project / Tapping into free resources to gather background information / Conducting a gap analysis / Pulling apart the symptom from the disease / Prioritizing which business problem to solve first
III. DEVELOPING A PROPOSITION: Using a Proposition Wheel to brainstorm potential proposition statements / Developing a Creative Brief Prototypes / Evaluating the merits of the proposition statement
IV. WRITING THE BRIEF: Understanding the 7 most important brief questions / The difference among a descriptive, promissory and invitational key idea statement / When to use a literal versus a figurative key idea statement
V. ORCHESTRATING THE BRIEFING: How to establish rapport with creative teams / Designing the briefing to align with your creative team’s unique learning style / Using DIY design and animation tools to bring the brief to life / How to provide creative feedback without destroying trust

Format: Video course
Structure: Five video sessions over the course of five days
Time Commitment: 20-30 minutes per day

OFFICE HOURS
Anyone – a current student or a prospective one – is invited to set up a 15-minute phone call if there is a question about course material; an inquiry for custom, on-site training for your company; or a desire to discuss and work through a project you’re currently working on. So let’s talk! Click here to find and book a time.

COURSE CURRICULUM

The Role of the Creative Brief

 
Start
Course Introduction
 
Start
Session 1: The Role of the Creative Brief (20:45)
 
Start
Download: Examples of Bad Briefs

Defining the Business Problem

 
Start
Session 2: Defining the Business Problem (21:13)
 
Start
Download: List of Kickoff Questions
 
Start
Download: Sleuthing Tips
 
Start
Download: The 5 Whys Worksheet

Developing a Proposition

 
Start
Session 3: Developing a Proposition (17:56)
 
Start
Download: Proposition Wheel Worksheet
 
Start
Download: Creative Brief Prototype Worksheet

Writing the Brief

 
Start
Session 4: Writing the Brief (22:01)

Orchestrating the Briefing

 
Start
Session 5: Orchestrating the Briefing (12:05)